The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company)

Kristiani, Nuning and Pipiyanti, Ni Wayan Lasmi (2019) The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company). 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR, 145.

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Abstract

This research was intended to reveal the effects of influencers’ attractiveness, trustworthiness, and expertise on consumer attitude towards advertising content partially and simultaneously, as well as the effect of consumer attitude towards advertising content on consumer attitude towards the brand. The object of this research was SkinnyIndonesian24 as the influencer and Bukalapak as the brand. The population in this research was the ecommerce consumers who know about Bukalapak as a marketplace and have watched SkinnyIndonesian24’s vlog entitled “Kantor Idaman di Indonesia, Bukalapak Research and Development Bandung Office Tour”. The form was distributed to 150 respondents and the purposive sampling method was used as the sample distribution technique. Both multiple and simple linear regression analyses were used to analyze the data in this study. The results showed that the attractiveness, trustworthiness, and expertise of influencers have been proven to influence consumer attitude towards advertising content. Meanwhile, consumer attitude towards ads content has also been proven to have significant effect on consumer attitude towards the brand.

Item Type: Article
Uncontrolled Keywords: Influencer, Attractiveness, Trustworthiness, Expertise, Consumer Attitude Towards Brand.
Subjects: MANAJEMEN > Sumber Daya Manusia
Divisions: Dosen STIE YKPN > Artikel > Jurnal
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 29 Mar 2023 07:47
Last Modified: 29 Mar 2023 07:47
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/780

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